Dubai - Saatchi and Saatchi X has hired its first planning director for the Middle East and North African region. Olga Kudryashova, who joined the shopper marketing agency from MCN, will be responsible for understanding shoppers' behaviour and developing market insights that will help inspire the creative process.
Kudryashova will begin working closely with the global psychology department at Saatchi and Saatchi X helping to understand the emotions and motivations of shoppers in the Middle East. She will also examine the trends, issues and consumer attitudes in the sectors that Saatchi and Saatchi X is currently focused upon.
In her previous role at MCN Kudryashova was Regional Strategic Planning Manager and brings with her experience in the FMCG, banking, airline and telco markets. Speaking about her appointment, Kudryashova said: "Shopper marketing is a serious trend that is emerging in the Middle East and as a medium, it has huge potential. "Shopper marketing is undoubtedly becoming one of the strongest means of conversation between brands and shoppers in the Middle East. But because it is still in its infancy, there is still so much to discover and I relish the challenge; especially with Saatchi and Saatchi X who are regarded as the global founders and pioneers of shopper marketing."
Managing Director for Saatchi and Saatchi X MENA, Richard Nicoll said: "Olga's appointment is testament to how far Saatchi and Saatchi X has developed and grown in the last year. With her experience and enthusiasm we are able to glean a deeper level of insight that will help influence a client's marketing strategy and improve shoppers' lives as a result."
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